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INC has an article penned by Zappos CEO and newly-minted-book-author, Tony Hsieh detailing the decision to sell Zappos to Amazon.com after initially turning them down. According to Hsieh, he made the decision in order to preserve an experiment in happiness, not a shoe company.

Zappos-owned e-commerce site 6pm.com had a little pricing problem this weekend: A glitch in its system marked down every product in the store to $49.95. By the time the problem was fixed, the store had lost $1.6 million. So, did Zappos cancel the orders or charge the customers the “correct” price for their goods? Nope. The company ate the loss, saying it was “the right thing to do for our customers.”